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Response‘s May issue was a little slow in developing, as we wanted to make sure we got full post-show coverage of MTC Expo included. However, it’s been online for about three weeks and likely landed in mailboxes right before the month’s end. The issue’s cover story centers on an interview with SurveyMonkey‘s Sun Lee. Our biannual media buying and planning guide takes a look at the ad opportunities being created by content providers and distributors in a dawning age of connected TV, and is backed by our annual Cable Network Directory, which features contact and demo info from more than 150 TV outlets. Due to space constraints, our quarterly technology spotlight piece became a Web Exclusive, and is worth a look. Let’s take a deeper dive into how the May issue was built!

Our team’s first contact with SurveyMonkey was by freelancer Pat Cauley, who spoke to the company’s Lakshmi Hari for our January issue feature on the digital goods market. When he turned in that story last December, Pat suggested I reach out to SurveyMonkey’s PR team to gauge its interest in a possible cover feature on the company’s recent brand refresh. Working first with Irina Efremova, who passed the baton to Teresa Brewer when she went on leave and eventually connecting with the company’s Jarmila Henn and PR agency Sutherland Gold’s Samantha Spielman, we landed on Lee, the company’s VP of brand experience, as the interview subject. Forthcoming, thoughtful, and circumspect, Lee spent more than an hour answering my questions during a March phone call. What SurveyMonkey is up to using performance marketing tactics to generate leads and build brand is worth a read. If you missed the link above, click here: Curating Curiosity

As part of our spring media package, our annual Cable Network Directory — featuring contact and demo info not only from the major cable nets, but also broadcast, satellite, and other outlets — grew to its largest size yet with more than 150 outlets represented this year. It’s a treasure trove of info sure to come in handy for any performance marketer considering TV. Bookmark this link: 2018 Cable Network Directory

Artificial intelligence (AI). T-commerce. Voice search. Freelancer Doug McPherson dove into some of the newest technologies being used by marketers and media outlets to expand their reach among consumers. Due to space constraints, the story was held from the print edition, but given its topicality, it’s perfect as a Web Exclusive! The link, again: Tech on Deck

Finally, my Editor’s Note column riffs off of our publisher John Yarrington‘s opening remarks prior to the keynote event at April’s MTC Expo. Yarrington spoke about — and showed how leaders — overcome their fears with humility in order to drive change and advancement. The ideas deserve another reflection. Here’s that link to the column one more time: Overcoming Fear, Becoming Leaders

If you’re a long-time reader of Response, our February cover boy might strike you as familiar. That’s because Rich Thompson, VP of marketing (North America) for ITW Welding, appeared on our cover in September 2006, then as part of his marketing efforts on behalf of DuPont’s Teflon brand. Rich has also spoken at Response Expo multiple times in the show’s existence, including in 2017. It was at that event — when he shared information about the company’s incredibly successful “We Build” campaign — that we began discussing the possibility of this feature. If you didn’t think the welding space was where you’d hear about some creative and powerful uses of online video to drive brand and response, well … you’re not alone. But the story is well worth the read. And you’ll be able to catch Rich on stage next month at MTC Expo to hear even more! If you missed the link above, click here: Removing the Masks

Freelancer Nicole Urso Reed takes the wheel for our first technology spotlight feature, which dives into the cross-platform attribution question that’s plaguing performance-based marketers of every stripe. What’s the best tech? How is it best used? Can you trust any attribution report provider 100 percent? In case you missed the link: Credit Where Credit Is Due

Our freelancer Doug McPherson handles our weekly e-newsletter — so he’s seen his share of reporting on the topic of net neutrality, especially in recent months. So when we needed to take a deeper dive into what to expect now that the FCC has overturned 2015 rules, he was the obvious choice. Doug touched base with a half-dozen experts on both sides of the debate, creating a well-rounded piece that you can find right here: Net Gain … or Loss?

Following closely on the heels of my (admittedly quite late) look back at our October issue, let’s take a gander at the November book, which is headlined by a cover feature on well-known shoe and apparel brand Timberland. Our second issue under our sleek new masthead and tagline also features our annual look at the travel marketing space and an update on the technological advances driving the expanding home shopping space. And, as usual, there’s the latest look at media billings statistics, as well as a trove of intriguing thoughts and opinions in our column well. Let’s take a look at the issue’s highlights and how the key stories came together.

In early June, I attended an educational session at the IRCE event in Chicago featuring Timberland’s Frank Hwang and representatives of Olapic, an agency specializing in maximizing the effects of user-generated content. Rightfully intrigued by the success of the company’s “We Built It, You Made It” campaign for its iconic Yellow Boot (yes, that’s Frank sporting a pair on the cover), I spoke with Frank and the Olapic team after the session. Upon returning home, I was connected with Nora Garrity, Timberland’s senior PR manager. With Nora’s tremendous assistance, we began to build what became this three-pronged cover feature, which includes interviews with Frank, Mike Isabella, the company’s consumer engagement director (also on the cover), and Jim Davey, Timberland’s vice president of marketing. If you missed the link above, click here for Timberland’s story of using performance-based marketing to promote such a strong brand in this consumer-centric era (and, yes, the headline indeed comes from the classic John Coltrane song/album): Giant Steps

One of our key freelancers, Nicole Urso Reed, says urges for one-stop shopping and personalized service are tweaking travel marketing in new and different ways. Yes, the power of the Expedias, Orbitzes, and other all-in-one discounters is here to stay. But discerning travelers are seeking more: more chances to check out reviews and book in the same place (think TripAdvisor); and more opportunities to create their own specialized itineraries with the help of local or demographic experts — think old-school travel agents, but better. Check out the story for more: All-Inclusive Adventures

As anyone who’s been around more than a few years knows, the home shopping TV networks are the (still living) ancestors of today’s e-commerce megasites. So, if you thought that QVC acquiring HSN and becoming the nation’s third-largest e-commerce player was the story of the year in home shopping, well … yea, you’re right. But, as usual, freelancer Bridget McCreadigs deeper to find that some of the smaller, more nimble players are driving advances in the home shopping space, particularly through the use of mobile apps and other digital technologies. Here’s that link again: Home Shopping’s Digital Evolution

In a timely Support Services column, Moulton Logistics‘ Patrick Moulton says a marketer’s job is only half done when they make it to a home shopping network. With more home shopping outlets now preferring drop-shipping, what do marketers need to know about this particular back-end service?

Barbara Kerry‘s Production House column tackles the other end of the generational spectrum, as Script to Screen‘s leader says that TV remains a powerful tool to reach Boomers, who still hold much of the nation’s spending power.

Finally, the inspiration for my Editor’s Note column about valuing the power of experiences over the accumulation of things (and what that might mean for marketers) came partly from an October spent attending the National League playoffs and World Series at Dodger Stadium. Though my childhood team (yes, the Dodgers) eventually lost Game 7 of a great World Series to the Houston Astros, the experience of attending all eight of L.A.’s 2017 home playoff games is one that will live with me forever. Reaching consumers’ indelible memories to create an emotional attachment to a brand is a strategy as old as advertising itself (just see the “Mad Men” clip I reference in the column). But what’s different about consumers today? That’s where the column has some thoughts you might carry ahead: Consumers Can Power Campaigns With Powerful Experiences